Have You a Red Cross Service Flag?

While the First World War raged on, the United States government searched for support from the people of America for the military involvement overseas. Some of the propaganda used to gain this support came in the form of posters that would be integrated into neighborhoods and communities. Artists and organizations would release single pieces or a series of posters in order to educate and motivate citizens toward the war effort. Bonds, donations of food and other goods, and recruitment for the military were common within the early campaigns for WWI. In this poster titled “Have You a Red Cross Service Flag?” artist Jessie Willcox Smith represents a young child giving their support during Christmas, as he hangs the American Red Cross flag in the window of his house.

Every year in December around Christmas the American Red Cross and other organizations would attempt to gain more support. The use of the holiday season is prevalent throughout the poster, and emulates the idea of a good Christian family giving their support for the war. With a wreath hanging in the window, the mistletoe with the red berries above the date at the bottom, and the festive draperies on either side are used to place the scene in the holidays. This reminds the audience of the family time they get to spend and luxuries of being at home, while the war was going on overseas. The use of Christmas also shows the importance of religion in American society during this time. The imagery of the cross as the symbol of the organization can also be considered a Christian symbol. Many forms of propaganda would use the idea of good Christian duty to gain support, especially during a Christian holiday. This use of Christian sentiment also adds to the idea of drawing lines between “Us vs. Them” and otherizing anyone who is not Christian.

The main character of this poster is a boy, aged somewhere between 4-7, who is hanging the flag in the window. This is used to embody the idea of everyone lending a hand or helping with the cause, even young children who might otherwise seem helpless. The poster is illustrated in a way to make the audience feel like they are looking at their own window in their home, assisting in visualizing what it would be like to hang the service flag in their own window. The emotional connections of family and Christmas would make U.S. citizens feel obligated to give anything they could as the war continued. The boy is also dressed in a simple blue outfit, which is similar to the navy uniforms with the due with a white collar. Whether this was intentional or not, some viewers might also see this poster as recruitment aid or a way to humanize America’s military involvement. Red Cross Service flags were important in gaining funds and support for the war, and propaganda such as this poster emphasizes the ideas and connections drawn on to change the minds of whoever was looking at it. If a little child can help by hanging up a flag in his window, anyone can help.

A copy of this poster is available in the Collection of World War I Era and Related Posters, circa 1917-1919. SCRB Collection 17. Special Collections and Rare Books, Folke Bernadotte Memorial Library, Gustavus Adolphus College, St. Peter, Minnesota.